When a company decides to use the same brand name for several products, it is a(n)
A. individual brand.
B. family brand.
C. dealer brand.
D. private brand.
E. select brand.
Answer:
“Prospecting:”
A. involves following a few leads in the target market.
B. should require a sales rep to spend the same amount of time with each prospect.
C. refers to selection of the firm’s target market.
D. should use a system for allocating time to potential customers based on their
potential.
E. None of these alternatives is correct.
Answer:
Regarding retail sales in the U.S., it is true that:
A. less than 6 percent of all retail sales are made by smaller stores-those with sales less
than $1 million a year.
B. almost 75 percent of all retail sales are made by the largest stores-those with sales
over $5 million a year.
C. corporate chains account for about 50 percent of retail sales.
D. franchising accounts for one-third of retail sales.
E. All of these alternatives are correct.
Answer:
Which of the following statements is true of how innovation and market changes create
opportunities?
A. Market changes due to product innovations lead to fewer opportunities for marketing
managers.
B. Products, customer behavior, and competition vary over time.
C. Marketing managers should avoid seeking innovations as they only pose challenges
to a firm and are not essential to a firm’s success.
D. Managers should design new products to meet their own needs rather than meeting
the needs of the target market.
Answer:
At zero output, total variable cost is
A. higher than total fixed cost.
B. equal to total fixed cost.
C. unity.
D. zero.
E. substantial.
Answer:
A producer of disposable diapers is planning to introduce a new brand of diapers that is
specially designed for large babies who are hard to fit with regular diapers. The
company mails coupons for the new brand to all the consumers in its database of
disposable diaper users. The coupons offer consumers a $2 discount off the regular
price of a pack of diapers. The company sends an accompanying letter advising
consumers to bring the coupons to their favorite store and use them. If the brand is not
in stock, the letter encourages consumers to ask the store manager to stock the new
brand. This promotion effort by the company is an example of:
A. Pushing in the channel.
B. Pulling by customers.
C. Integrated marketing communications.
D. Buyer-initiated communication.
E. None of these is a good answer.
Answer:
Teaser campaigns for a product work best in which stage of the adoption process?
A. Awareness
B. Interest
C. Evaluation and trial
D. Decision
E. Confirmation
Answer:
In promotion to intermediaries:
A. personal selling is the dominant promotion method.
B. trade ads are used to inform intermediaries about new offerings.
C. promotion must be both informative and persuasive.
D. sales promotions are used to boost the intermediary’s profits on a short-term basis.
E. all of these alternatives are correct.
Answer:
When conducting market research in overseas markets, which of the following is true
about the local (international) researchers?
A. They are unsuitable in instances when a firm is small and entering overseas markets
for the first time.
B. They do not base their research on the customs, language, or circumstances of the
customers they study.
C. They are less likely to make mistakes based on a misunderstanding of customs.
D. They often provide leads to help identify the best research suppliers.
E. All of these responses are true.
Answer:
When a firm develops a marketing mix for teenage boys which is different from its
marketing mix for teenage girls, which target market approach is it using?
A. Single
B. Generic
C. Combined
D. Clustering
E. Multiple
Answer:
Suppliers to business markets often
A. provide information about industry trends.
B. must manage inventory and delivery carefully-to provide customers with just-in-time
delivery.
C. serve as technical consultants to their customers.
D. may have to agree to contracts that allow for changes in the purchase arrangements.
E. All of these choices are correct.
Answer:
The fact that our eyes and minds seek out and notice only information that interests us
is called:
A. conscious cognition.
B. selective exposure.
C. selective retention.
D. preconscious perception.
E. selective perception.
Answer:
When a consumer actually purchases a particular product it is the direct result of a
A. need.
B. want.
C. drive.
D. desire for physical well-being.
E. None of these is more true than the others.
Answer:
A job description for a sales position
A. should be detailed enough that it lists the specific tasks to be performed.
B. should be in writing, but should be quite general so that it doesn’t reduce the sales
manager’s flexibility in assigning jobs.
C. should look pretty much the same from one company to another.
D. is not very useful, since the job is always changing.
E. all of these alternatives are true.
Answer:
Total variable cost:
A. is zero when the quantity produced is zero.
B. is the sum of those changing expenses that are closely related to output.
C. may increase as the quantity produced is increased.
D. All of these alternatives are correct.
Answer:
When a supermarket manager decides to offer online ordering at the store’s website, this
is a decision about:
A. Product
B. Place
C. Promotion
D. Price
Answer:
Why might the demand for business products be INELASTIC, while the demand facing
individual sellers of those products is extremely ELASTIC?
A. Because total demand for business products often exceeds supply.
B. Because most business producers use haggling in their buying.
C. Because the demand for business products is derived, and some industries have
many sellers of essentially homogeneous products.
D. Because the industry demand is rising.
E. None of these alternatives is correct.
Answer:
Measuring MICRO-marketing effectiveness is ______________ than measuring
MACRO-marketing effectiveness.
A. more difficult
B. not easier or harder
C. easier
Answer:
Horizontal arrangements among competing retailers, wholesalers, or producers to limit
sales by customer or territory have consistently been
A. shown to increase competition.
B. a regular practice in the U.S.
C. encouraged in the U.S. but not in many international markets.
D. a successful strategy for entering international markets.
E. ruled illegal by the U.S. Supreme Court.
Answer:
Regarding segmenting, as opposed to combining:
A. Segmenting is usually a riskier approach than combining.
B. Segmenters try to satisfy consumers “very well” instead of “pretty well.”
C. Segmenting limits a firm to smaller sales potential and lower profits.
D. A segmenter with limited resources may have to use the multiple target market
approach instead of the single target market approach.
E. All of these alternatives are true.
Answer:
For many firms, the largest single operating expense is:
A. Publicity
B. Personal selling
C. Administrative overhead
D. Product management
E. Research and development
Answer:
Which of the following activities is NOT typical of the commercialization stage?
A. Goods have to be produced to fill the channels of distribution.
B. People must be hired and trained to provide services.
C. Manufacturing or service facilities have to be set up.
D. Full-scale market testing is conducted.
E. Products are introduced city by city or region by region in a gradual “rollout.”
Answer:
Segmenting in international markets can be more challenging than segmenting in
domestic markets because:
A. There is less diversity in the key segmenting dimensions.
B. There is often more data available about key segmenting dimensions.
C. Critical data is often less available and less dependable.
D. None of these is a good choice.
Answer:
Most ethical issues in the area of physical distribution are concerned with:
A. new-product development
B. product availability
C. location of retail stores
D. planned obsolescence of products
E. channel conflict
Answer:
Which of the following statements is true?
A. Research shows that many customers are not satisfied and feel that some companies
do not deliver on their promises.
B. Research shows that most customers are somewhat satisfied and feel that companies
usually deliver on their promises.
C. Research shows that most customers are satisfied and feel that companies deliver on
their promises.
Answer:
When a company expands globally, this is an example of:
A. market development.
B. product development.
C. diversification.
D. market penetration.
E. mass marketing.
Answer:
“Discrepancies of assortment” means:
A. there are more producers than consumers.
B. consumers want more output than producers make.
C. the difference between the product lines the typical producer makes and the
assortment wanted by final consumers or users.
D. there are more consumers than producers.
E. the difference between the quantity of products the typical producer makes and the
quantity wanted by individual consumers.
Answer:
Which of the following is a consumer market demographic dimension?
A. Income distribution
B. Stage in family life cycle
C. Family size
D. Ethnic group
E. All of these are examples of a consumer market demographic dimension
Answer:
Which of the following dimensions affect family spending?
A. income
B. age of children
C. age
D. marital status
E. all of these dimensions affect family spending
Answer:
Which of the following is NOT a major step in the learning process?
A. Dissonance
B. Drive
C. Response
D. Cues
E. Reinforcement
Answer:
Total fixed cost:
A. is the sum of all expenses which are closely related to output.
B. is the sum of those costs which do not change in total no matter how much is
produced.
C. may vary in the short run-but is more or less fixed in the long run.
D. is the sum of all costs of manufacturing and distributing a product.
E. would be zero if the quantity produced were zero.
Answer:
Personal selling
A. involves direct spoken communication between sellers and potential customers.
B. is communicating with large numbers of potential customers at the same time.
C. is less flexible than mass selling.
D. is included in most marketing mixes as it is inexpensive.
E. involves advertising and publicity.
Answer: